Product Portfolio Essays - Patent Medicines, Pepsi, Coca-Cola, Cola

Item Portfolio Pepsi Cola Pepsi Cola drink business was established at turn of the century by Caleb Bradham a New Bern N.C pharmacist who planned Pepsi Cola. Pepsi Cola Company presently creates and advertises about 200 reward drinks to retail, cafés and food administration clients in progressively then 190 nations and domains around the globe and produces income of more than 18 billion dollars. In spite of the fact that Pepsi possessions throughout the years have gotten differing in such fields as the nibble business and eateries industry this portfolio will talk about its center business and its exceptionally fruitful business of drinks. The soda business client base is most likely the greatest and most profound base in a world that is overflowed with some numerous classes. As indicated by Beverage Digest the client base for soda pops is an astounding 95% of ordinary clients in the United States. This speaks to an enormous field of likely clients for Pepsi Cola. However despite the fact that Pepsi could simply utilize the larger part false notion to advertise there item, Pepsi likes to portion itself as the refreshment decision of the ? New Generation?, Generation Next, or similarly as the ?Pepsi Generation?. These terms received in Pepsi's publicizing efforts are alluding to the business sectors that advertisers allude to as Generation X. The Generation X customer is profiled to be between the ages of 18 to 29. They have elevated requirements throughout everyday life and are portable and dynamic. They embrace a way of life of living for now and not stressing over long haul objectives. Those Pepsi's fundamental accen tuation on this fragment they likewise have an attention on the 12 to multi year old market. Pepsi accepts on the off chance that they can get this market to receive their item, at that point they could set up an unwavering client forever. Pepsi Cola is arranged in an industry that is commanded by two contenders, Coca-Cola and obviously themselves. In spite of the fact that Pepsi and Coke fundamentally pursue all buyers who buy soda pop drinks Coca-Cola focuses on its items at the head of family. This is obvious in a significant number of the advertisement crusades, for example, ?Always Coca - Cola? which alludes to the conventional drink heritige of its item. They likewise strengthen this in the name ?Coca-Cola Classic? which is construing to the more established buyer. This name mirrors a picture of significant worth, reliabilty, and bygone era esteems. Pepsi Cola all through its 100 years of presence has created numerous qualities. One of the qualities that has formed Pepsi into such a huge organization is a solid establishment framework. The solid establishment framework was the foundation of accomplishment alongside an extraordinary entraupeur soul. Pepsi's establishment framework and merchants is credited for bring Pepsi from a 7,968 gallons of pop sold in 1903 to about 5 billion gallons in the time of 1997. Pepsi likewise has the privilege to burn through 225 million dollars in publicizing a year. This huge advertisement financial plan permits Pepsi to fortify their items with update publicizing and advancements. This huge financial plan additionally permits Pepsi to present new items and rapidly cause the buyer to get mindful of their new items. Pepsi likewise has had the favorable luck of making extremely insightful ventures. Probably the best speculations have been in their securing a few huge drive-through eateries. They ha ve likewise made savvy interests in nibble food organizations like Frito Lay, which at present time is the biggest bite organization on the planet. Most likely high on the rundown of qualities is Pepsi's refreshment line up. Pepsi has four sodas in the main ten refreshments on the planet. These brands are Pepsi, Mountain Dew, Diet Pepsi, and Caffeine Free Diet Pepsi. Pepsi likewise has the #1 tea in the United States, Lipton Tea. Some other solid brands are All Sport, Slice, Tropicana, Starbucks, Aquafina and a permit concurrence with Ocean Spray juices. Pepsi Cola like any organization has shortcomings. Unexpectedly, the one quality that has been credited for the greater part of its accomplishment in the past has now become a soft spot for Pepsi. This previous quality is the establishment framework. The establishment framework in Pepsi Corporate view has become an obligation. Pepsi in the present market must have the option to go about as one rather than a few separate units. The establishment framework has become an obstacle to Pepsi in light of the fact that a large number of these establishments have

Investigating the use of enatomology in criminal investigations Essay

Exploring the utilization of enatomology in criminal examinations - Essay Example an insect’s advancement can be influenced by various factors, for example, heat, water, fire and so on. Likewise the time important before eggs are stored will fluctuate as per the species and may likewise be influenced by the way that gatherings are hereditarily and topographically extraordinary for example brings about an English winter will be altogether different from those in a Florida swamp regardless of whether the species concerned is the equivalent. Certain types of fly lean toward urban, instead of provincial conditions, so for example a body discovered attacked by such fly hatchlings in a rustic circumstance may well imply that the individual was murdered in the city and the body hence dumped. Jerry Butler, an American legal entomologist, reports that he utilizes for the most part proof from five types of flies, in his examinations. Scientific classification initially alluded to the recognizing and naming of living beings, and the arrangement of doing this in a logical manner was initially contrived by Linnaeus however the framework has been greatly extended since . Head servant guarantees that if specific flies are found and recognized effectively and the encompassing temperature is known then the hour of death can be resolved decently precisely if the body is discovered rapidly enough. The fruitful examination may rely on the right investigation of material proof found and for a situation where a body has been unfamiliar for quite a while this will incorporate entomological proof for example have fly eggs been laid and had the opportunity to bring forth? On the off chance that II ( see appendix)the legal entomologist had the option to work in reverse from the time that g rown-up flies developed so as to find when the primary eggs were laid. In Case I ( see supplement) the instars were at stage 3 i.e they had at any rate 1517 gathered degree hours. On account of the kid behind the oven the animals were completely evolved Knowing the occasions that takes may prompt having the option to pinpoint the time the body was

Watch a Webcast!

Watch a Webcast! Some of you may remember my blog entry Inside the Webcast Studio, which consisted of the following video: So what was that all about? We travel all over the country (and the world) here at MIT Admissions. And during our travels, we get to meet amazing students and talk to them in person about what its like to be a part of MIT. But even MIT hasnt figured out how to be everywhere at once. We cant visit every high school, or hold a big meeting in every city. And not every student interested in MIT has the opportunity to come to campus, hang out with students, and ask us questions. Thats why, this fall, we launched our first-ever MIT Webcasts, to awaken interest in students who could not visit MIT and whom we could not visit, and to reinvigorate the interest of those who already knew something about us. So we invited students to tune into a webcast screen that looked something like this: It featured live video and chat with our admissions staff, as well as a backchan.nl instance. backchan.nl is a tool designed here at the Media Lab by MIT student Drew Harry to involve audiences in Internet conversations. Our talented staff and students gave dozens of webcasts, and each one, like our admissions officers themselves, were different and special in their own way. However, I wanted to share with you all this one, featuring McGreggor Crowley 00, MD. Dr. Crowley directs the admissions process here in the office, and, as an alumnus himself, provides some wonderful insight into the academics, athletics, activities, research, food, hacks, and everything else available at MIT: If you dont know much about MIT, this might be a good place to start! And if you do know a lot about MIT, I think McGreggor will share a personal side to your knowledge that might make it even more interesting. Enjoy the show!

Student Loan Loans Should Not Be Forgiven - 938 Words

Should student loan borrowers be forgiven for their debt? The cumulative total of student loan borrowing has already reached $1 trillion dollars already make up more than half of what Barack Obama is pushing to cap the amount any borrower must pay back and forgive outstanding debt after 20 years, even so calling to forgive some or all of the debt that is escalating. Robert Applebaum, the Author behind the Student Loan Forgiveness Act, believes that student loan should be forgiven to highlight an alternative approach to economic stimulus whereas Justin Wolfer, believes that forgiving loans will have a stimulative effect on our economy and put thousands of dollars in the pockets of college grads. Student loan borrowers should not be†¦show more content†¦However that’s an argument against allowing kids attend college, not against their future earning to get a degree and earn a wage. â€Å"Grants and loans are the major forms of federal financial aid for degree-seeking u ndergraduate students,† (NCES.) Tuition has been a popular choice of popular, private student loan that gives an opportunity for creditworthy students to borrow up to $40 thousand dollars per year to cover college expenses only to drag them towards decades of debts as tuition is rising in public colleges and funding cuts to leave students deeper in debt. Even so, this brings us back to the main point, that loans are voluntary and college students certainly do understand what they are getting themselves into when taking out loans. If federal student loans and traditional financial aid programs have been considered, then a Tuition loan would be the best answer for college students considering the five repayment plans offered by the loan forgiveness program of 2015. The amount of money being borrowed is overwhelming, especially since the cumulative total of debt is huge, nearing a trillion dollars, much bigger than credit card debt. However, a typical college graduate who borrowe d money to continue attending the college owes at least $25,000 dollars when student debt is not so big for individuals as compared to credit card debt. College grads have a minimum of 10 years to

Isotopes and Nuclear Symbols Examples

This worked problem demonstrates how to determine the number of protons and neutrons are in the nucleus of an isotope. Finding Protons and Neutrons in an Isotope Problem One of the harmful species from nuclear fallout is the radioactive isotope of strontium, 9038Sr (assume the super and subscripts line up). How many protons and neutrons are there in the nucleus of strontium-90?SolutionThe nuclear symbol indicates the composition of the nucleus. The atomic number (number of protons) is a subscript at the lower left of the symbol of the element. The mass number (sum of the protons and neutrons) is a superscript to the upper left of the element symbol. For example, the nuclear symbols of the element hydrogen are:11H, 21H, 31HPretend that the superscipts and subscripts line up on top of each other - they should do so in your homework problems, even though they dont in my computer example ;-)The number of protons is given in the nuclear symbol as the atomic number, or the lower left subscript, 38.Obtain the number of neutrons by subtracting the number of protons from the mass number, or the upper left superscript:number of neutrons 90 - 38number of neutr ons 52Answer9038Sr has 38 protons and 52 neutrons

Crm of Pizza Hut Free Essays

string(129) " in which social media can be realistically leveraged in order to positively impact brand perceptions among its target audience\." AN INVESTIGATION INTO THE IMPACT OF SOCIAL MEDIA ON BRAND PERCEPTIONS: THE CASE STUDY OF ESTEE LAUDER DISSERTATION By PALESA MAHLOELE Presented in partial fulfilment of the requirements for the degree of MSc Marketing University of Wales APRIL 2011 ABSTRACT Social media has evolved through many generations and eras, it has been defined in various ways by different authors, researchers as well as academia. Some argue that it stems from the very early forms of interpersonal communication via email, while others solely accept it as the more recent form of social interaction on social media sites. Despite all the different arguments that exist regarding social media, extant academic literature on the topic is rather sparse. We will write a custom essay sample on Crm of Pizza Hut or any similar topic only for you Order Now That being said however, the topic of brand perceptions has been studied and researched in depth in both the academic and corporate worlds. The understanding of brand perceptions has been the source of many debates which has resulted in a wealth of literature to draw on for this research study. This research study sought to assess the impact that Social Media has on brand perceptions of consumers, with a specific focus on Facebook and the Blogosphere. In order to add structure and guidance to the research study, three research objectives were set. The first objective was to review extant conceptual models and theoretical frameworks related to social media and brand perceptions. The second was to evaluate Facebook and consumer blogs in their role as reference groups on consumers. The final research objective was to determine optimal strategies to improve sales and brand reputation of cosmetics through an increased presence on social media platforms; specifically Facebook and blogs. The researcher deemed it appropriate to conduct this investigation from a qualitative research paradigm. Given the nature of the topic under investigation, qualitative research would allow the researcher to delve deeper into the subject matter. Consequently, the study was carried out in an inductive approach using a case study strategy where data was collected from Estee Lauder and using multiple sources of evidence. This data collection was coupled with online survey in-depth as well as semi-structured interviews for both employees of the company understudy as well as regular consumers of cosmetics products. For the purposes of analysis, thematic data analysis method was chosen based of the fact that it would be most appropriate for qualitative analyses. This method of data analysis allowed the researcher to draw major themes that arose from the data collected as well as the few permeated themes that came through. The findings from this research study revealed that in principal, consumers and management accept and appreciate the importance of the impact that social media has on brand perceptions. It would seem, based on the results that the challenges boil down to the execution of social media marketing activities. Essentially, Facebook and the blogosphere fulfil distinctive roles in communicating marketing messages, both consumer and company generated. Where Facebook is considered to be a social interaction space, blogs are seen to serve an information providing role. Based on the results of this research study, cosmetics companies have failed to recognise these critical differences. Despite the fact that Facebook is considered a private interpersonal communication space, the findings suggest that adding tangible value in holding a presence on Facebook can yield positive results on brand perceptions. Results from this study reveal the untapped potential residing in social media provided strategies that have consumer needs and desires are critically considered. Chapter One Introduction 1. 1Enquiry Overview The purpose of this research was to investigate the impact of social media on brand perceptions using Estee Lauder as a case study. Social media in the context of this research study specifically refers to Facebook and Blogs. This research is qualitative in nature and is largely focused on proving the feasible solutions for Estee Lauder concerning leveraging social media. This enquiry overview seeks to provide the reader with an outline of what to expect from the rest of the paper. Each chapter of the study is concisely summarised to as to achieve this. The first chapter of the study opens up with a comprehensive introduction to the study. This section leads the reader into the study by providing the essential background and justification of the study. Moreover, the aims and objectives without which the paper would have no direction are laid out in this chapter and equally important are the research questions which the research seeks to answer. The subsequent chapter then delves into literature review of existing material on the subject of social media and brand perceptions, and where possible, literature on cosmetic marketing was also investigated. The purpose of this chapter was to build solid theoretical foundation from which the rest of the study could be built. Additionally, chapter two is aimed at ensuring that the ‘wheel is not re-invented’ where certain relevant subjects had previously been researched and could therefore enhance this study. Chapter is primarily concerned with research methodology utilised in the study. Importantly, chapter attempts to rationalise the chosen research path. Further on to this, the research paradigm, the selected research instruments as well as the sampling methods, ethical considerations and pilot study are discussed in this chapter. This chapter provides the reader with a full understanding of the way in which the research aims and objectives are bridged with the direction the study takes. Chapter four is essentially focused on presenting the data and then analysing it. More interestingly, in chapter four the reader is taken through the data collection and analysis process. It is in this section that the research questions are mainly addressed. Thematic analysis, which is the selected data analysis tool for this research study is discussed and justified at the same time; alternative analysis tools deemed to be unsuitable for the study are discussed therein. The study concludes with a chapter which proposes feasible recommendations to Estee Lauder concerning the way in which social media can be realistically leveraged in order to positively impact brand perceptions among its target audience. You read "Crm of Pizza Hut" in category "Essay examples" These recommendations are based on the empirical findings from this research study, discussed in the preceding chapter. Importantly, chapter five seeks to examine the findings of this research in relation to the research aims and objectives set out at the beginning of the study. 1. 2Research Aims and Objectives The purpose of this study is to investigate the impact of Social Media sites on brand perceptions, with specific focus on the cosmetics industry using Estee Lauder as a case study. This study will have a two-facet approach. It will analyse the impact of exposure of cosmetics brands, on Social Media sites from the influence of content generated by consumers or general members on Facebook and blogs; and on the other hand, this study will investigate the impact of content generated by cosmetics companies. Consumer generated content, in particular through blogs and ‘conversational’ interactions on Facebook by way of individual or private comments, status updates and photographs. Company (brand) generated content will specifically be focussed on fan pages created by cosmetics companies; using Estee Lauder as a case study. This research aims to achieve the following objectives. 1. To review extant conceptual models and theoretical frameworks related to social media and brand perceptions 2. To evaluate Facebook and consumer blogs in their role as reference groups on consumers 3. To determine optimal strategies to improve sales and brand reputation of cosmetics through an increased presence on social media platforms; specifically Facebook and blogs. 1. 3Research Questions In order to assess the effectiveness of social media platforms as a means of influencing brand perceptions of cosmetics, using Estee Lauder as a case study; the following questions must be answered through this research study. 1. What role do reference groups play in the purchase decision-making process of cosmetics? 2. Is there a link between exposure of brands on Facebook and blogs the consumer’s propensity to purchase cosmetics? 3. Are social media sites, specifically Facebook and blogs effective marketing tools when used in isolation in the absence of monolithic marketing programs? 1. rationale of the study Marketers are presently faced with the ever-increasing challenge of creatively developing communication techniques that will effectively reach their target audience. Where in previous years, consumers did not have access to a wide array of product information or choices, today; consumerism is dominating all aspects of life (Rahman and Rahaman; 2008). Industry expert, Ra phael Viton (2009) postulates that social media marketing strategies work best for â€Å"high involvement† categories where information, feedback and testimonials from trusted sources play an important role in buying decisions. He further posits that this being the case for beauty products makes social media â€Å"perfect for cosmetics† Viton (2009). What has been clearly evident over recent years is that although numerous cosmetics companies have made efforts to have some presence on social media sites, very few are truly committed and many are unsuccessful in their approach. Many such companies embarked on a social media marketing campaign in the height of digital euphoria but did little to nothing in order to maintain these campaigns. According to research conducted by Forrester Research (2009) traditional advertising is on the decline with the rise of social media in the UK and the USA. This research further indicates that Social Media spending will increase to $3,113 (in millions) in 2014 from $716 in 2009 representing a compound annual growth rate of 34% – the highest percentage gain in the marketing mix. This spending activity also ranks it as the third most prominent program behind search marketing and display advertising. Edelman (2010) proposes, â€Å"Though  marketing strategies that focused on building brand awareness and the point of purchase worked pretty well in the past, consumer touch points have changed in nature. For example, in many categories today the single most powerful influence to buy is someone else’s advocacy. Social Media presents marketers with a less costly means of micro-targeting their audience effectively. Whereas as previously, exorbitant budgets were required for mass reach, social media is able to achieve the same at a fraction of the cost. A paradigm shift has occurred where consumers are getting product information and interacting, this revolution calls for an appraisal on the part of companies wishing to remain salient. Whereas more traditional promotional techniques, specifically, television, radio and print advertising once dominated product promotions; offline channels are now taking over. Owen (2010) claims that, â€Å"It’s important to realise that an expanding audience in one channel does not automatically mean a decline in another. â€Å"As much as social media marketing is on the rise, evidence proving the effectiveness of these platforms used in isolation is scant. Social media is a fairly young discipline and many marketing managers are uncertain on how to effectively approach it in terms of coupling it with traditional marketing methods. Evidence is equally meagre with regards to how brands’ exposure on social media platforms affects their image either through brand fan pages or friend’s communication Galak and Stephen (2010) put forth that while social media was once the domain of younger, tech-savvy, early adopter consumers who were faster to adopt new technologies, it has now evolved into mainstream and covers a broad demographic spectrum. Today, 75% of Internet-using adults in the United States are active on such social media Bernoff et. al. (2009). This large number of users makes it critical to understand not only how social media influences consumers, but also how it operates alongside traditional media. Findings from this research study will add value to the development of effective social media marketing strategies for cosmetics companies (brands) going forward. 1. 5Scope and Limitations The generally accepted definition of Social Media spans to cover a wide spectrum of innumerable online tools. The extensiveness of existing social media platforms spans further than this research is able to cover. Financial restraints as well as time constraints inhibit this research study to cover the entire scope of social media platforms available today. This research will strictly concern itself with investigating social media in as far as it includes Facebook and beauty blogs. The study will also be purely focussed on the impact of brand perceptions on Facebook and blogs on the cosmetics industry using Estee Lauder as a case study. Moreover, data collected for this research will be limited to what is accessible through Estee Lauder company reports and secondary information that is publically available. Lack of access to internal marketing and sales data may limit the robustness of the Estee Lauder specific information. In addition to the above stated restraints, in order to achieve a more focussed study, it was deemed necessary to exclude the plethora of demographics that are also active on Facebook and blogs; consequently, this study will only focus on the female consumers between the ages of eighteen and thirty-five that purchase cosmetics at least once a month. Consequently, some may regard the generalisation of these findings as inconclusive or rather narrow. There may be product specific factors that affect the outcome of these results as pertaining only to the cosmetics industry and not necessarily to other product categories across the board. There may also be factors that may uniquely affect people within that specific age group that will impact the outcome of the results of this research study. However, the findings of this study will contribute the understanding of social media on brand perceptions albeit for a specific industry. Notwithstanding the above-discussed limitations, this study will establish a foundation on which to build on when organisations embark social media marketing strategies to enhance their brand reputations. 1. 6Background of the study Boyd and Ellison (2008) define social media sites as â€Å"web-based services that allow individuals to (1) construct a public or semi-public profile within a bounded system, (2) articulate a list of other users with whom they share a connection, and (3) view and traverse their list of connections and those made by others within the system. The nature and nomenclature of these connections may vary from site to site. † For the purposes of this research study, all mention of social media sites refers specifically to Facebook and Blogs. The research will consider both consumer and company (marketing) generated content on these sites. An increasing number of people across the race and age spectrum are spending significant amounts of time online, socialising with friends through a variety of social networking sites. Traditionally, visitors to these social networking sites visited such sites primarily for the purpose of interacting with friends and publicly sharing details, comments and photographs of their lives. Human beings are social and have an innate need or desire to feel accepted and to fit in. Accordingly, they tend to be heavily influenced by the people around them or with whom they spend the most time on making purchase decisions. Such people range in the type or relationships, including- family, friends, colleagues or even just casual acquaintances. Such groups of people help form and shape perceptions of brands. The word used to define this group of people is reference group. Solomon et. al (2010) define a reference group as â€Å"an actual or imaginary individual or group conceived of having significant relevance upon an individual’s evaluations, aspirations, or behaviour. † These are the people that consumers often rely on for product information they can trust. Stallen et. al clarify this concept further by explaining that, â€Å"decision-making is often influenced by the behavior of others. For instance, people frequently make similar decisions as their friends do (e. g. teenagers may choose to wear clothing that is identical to that of their buddies); while they also often choose differently than the ones they do not like (e. g. the clothing should not be identical to what is worn by â€Å"uncool† kids). † As social media sites are where many people are now spending most of their time, these interactions are now taking place on such platforms. Over time, the social media landscape has evolved into a space where a broad range of information is disseminated. Consumers are now looking to these sites for product information that they can rely on from trusted sources-friends and family online. Thus, social media sites have in themselves, evolved to become a â€Å"reference group† as such. Casteleyn et. al (2008) suitably notes that the information that people display on their Facebook pages is constructed to communicate their personality to their friends and to the rest of the world. More often than not, these are the ‘desired’ perceptions that people would like others to have of them. Nonetheless, a myriad of information is propagated through these channels and reaches a wide spectrum of people beyond any geographical borders. This type of information dissemination is known as online Word of Mouth (WOM). WOM is commonly defined as an unpaid form of promotion in which a satisfied customer tells other people how much they like a product or service or even sharing a positive experience. The same is applicable in a negative sense, in which case a customer may have had a distasteful experience with a business, product or service and shares that with their online network. Cheema and Kaikati (2010) propose that word of mouth (WOM) communication is central to the exchange process as consumers often rely on others for assistance with purchases, especially for products with high financial or psychological risk. Several studies have empirically demonstrated that WOM is more persuasive than traditional media channels Godes et. al. (2005) WOM is considered to be one of the most credible forms of promotion because a person puts their reputation on the line every time they make a recommendation and that person has nothing to gain but the pleasure of being heard. Traditionally the spread of WOM was limited to those within one’s geographical area and was bound to a close network of people with whom a relationship was shared. In modern times, the proliferation of the Internet has expanded the network exponentially. The growth of the Internet and particularly the rapid increase in popularity of social networking sites as a preferred medium of communication has broken down the boundaries that once limited WOM communication. As a result of this, coupled with the recent surge in technological developments worldwide, particularly pertaining to the Internet and continuously advancing social media sites- traditional marketing seems to be losing power and space with a majority of companies. The cosmetics industry is one that has had a significantly increased presence on social media sites. Extensive fan pages have been created on Facebook by both companies and consumers; wishing to share new product information, product experiences and recommendations. Similarly, there has been an equally considerable growth of beauty and cosmetics blogs. The definition of cosmetics is considered to comprise of skincare products (body and facial), make up, personal care products including deodorants, body washes and soaps. From this point on, for the purposes of this research study, all reference to cosmetics includes only skincare products (body and facial) and make up. Typically, cosmetics are advertised in glossy fashion and beauty magazines as well as on television. However, at present, beauty product marketers are searching for new ways to expand their consumer reach beyond the traditional avenues of fashion and beauty magazines. According to Decoursey and Sloan (2009)  Ã¢â‚¬Å"Concerns, particularly for smaller companies, include magazine clutter, increased ad rates and policies concerning rotation of advertisers in prime space. And virtually all marketers worry about harried consumers, who have less spare time to pore over fashion and beauty books. † As a result of the above, social media sites have emerged as an increasingly popular avenue for beauty product marketers to explore as a medium to reach their consumers, where social media sites form part of the consumers’ reference group. Consequently, the following research study aims to assess the impact of social media sites on brand perceptions of cosmetics products, using Estee Lauder as a case study. Further to this, the changing role of social media sites as consumption reference groups for brand exposure and product sales of cosmetics brands will be analysed. 1. 8 SUMMARY This chapter comprehensively introduced the research study. It provided an overview of the study by stating the aims and objectives of the research and providing the rationale of the work. Finally the chapter closed with a discussion of the scope and limitations and the background of this study. Chapter Two seeks to systematically investigate extant literature on the topic. CHAPTER TWO LITERATURE REVIEW 2. 1INTRODUCTION The focus of this section of the paper delves deeper into present research that has been conducted in fields related to the area of focus of this study as laid out in the preceding chapter. The purpose is to gather theoretical literature to make for a solid study together with the data that will be collected in this investigation. Research in the area of social media sites and consumer behaviour has only recently become of great interest to researchers in the past three to five years. The reason is two-fold 1) although social media sites have been around since the late nineties; they’ve only recently started to truly flourish in the past few years. 2) Brand marketers started identifying such sites as a suitable channel to communicate with their consumers over approximately the same period. To begin with, this chapter will explore a conceptual clarification of the terms social media in the way it is intended for this paper. Following that will be an interpretation of brand perception in the way that it relates to and will be studied in this research. In addition to this, further relevant literature on the topic will provide a broader scope into the subject under research will also be considered and examined. 2. 2Conceptual Clarifications Although social media is a relatively new construct in the communication world, a great many researchers and authors have provided their own interpretations of what it can be defined as (Chung and Austria, 2010; Dutta, 2009; Hoffman, 2004; Cova Pace, 2006 Jones, 2009). As varied as the understandings may be from author to author, one thing remains consistent; social media is growing at a phenomenally rapid pace. Furthermore social media has revolutionised the way in which people communicate and that brands communicate with their consumers. Chung and Austria (2010) postulate that Social media includes various methods of online communication such as social networking, user-sponsored blogs, multimedia sites, company-sponsored websites, collaborative websites as well as podcasts. This definition includes just about the entire scope of the activities that a majority of individuals who participate in online communications would be involved with. Dutta (2009) further reiterates this point by stating â€Å"it’s no secret that social media—global, open, transparent, non-hierarchical, interactive, and real time—are changing consumer behaviour and workplace expectations. † It is becoming increasingly difficult and in some cases, impossible to follow traditional communication structures of non-transparency and hierarchy when people communicate via social media platforms. This is particularly true of business communication. Consumers now have more access to information than they ever had before. Hoffman (2004) supports the above statement, â€Å"the Internet makes available numerous information sources that consumers may draw on as they search for information and construct choices about commercial offerings. These information sources include social media sites, online product reviews (either by peers or experts), and uncensored in-depth product information on a variety of Websites, among many other sources. Cova Pace (2006) put orth that â€Å"consumers in consumer-generated brand communities want to become influential participants and regard brands as ‘belonging to us’ and not as companies that supposedly own them. They are driven by a similar passion or ethos to form and engage in online brand communities, thereby producing their own cultural meanings around brands. Social media is a fundamental shift in the way we discover and share information. It provides individuals and particularly retailers with the ability to cultivate and have ongoing conversations and touch points with their customers and potential customers. Every retailer has a unique tribe of customers or a niche group of consumers. Social media helps broaden that group and engage with them like never before. Jones (2009) summarises it well in stating that â€Å"Social media essentially is a category of online media where people are talking, participating, sharing, networking, and bookmarking online. † From the above, it is evident that social media sites as a construct have evolved over time to encompass a considerably wider scope of the consumers’ online experience. When consumers make a purchase, they are buying more than just the product; they are buying into the brand. Keller (1993) maintains the above statements by putting forth that brand perceptions are attributes in consumer memory that are linked to the brand name. Solomon et. al (2010) defines perception as the process by which stimuli are selected, organised or interpreted. Marketers play a crucial role in shaping and defining brand perceptions in consumers. Findings from several research studies previously conducted indicate that brand perceptions play a pivotal role in the consumer purchase experience because they are said to influence consideration and evaluation, and therefore ultimately, purchase (Nedungadi 1990; Keller 2003). Several factors may influence brand perception, the factors include but are not limited to elements such as; price of the product, the way in which the product is packaged, where the product is sold, reviews and feedback by reference groups on the product, and indeed how product information is disseminated or advertised. This research study will explore the impact of social media sites, namely Facebook and blogs on brand perceptions- including but not exclusively the above-mentioned elements that often shape it. This review will be focussed on three aspects of the impact of social media on consumer purchasing behaviour as researched in previous studies: 1) The History of Social Media 2) The impact of WOM through social media sites 3)The role of opinion leaders and opinion seekers on social media sites as reference groups 4) Shopping as a social activity on social media sites 2. 3history of social media There are opposing schools of thought as to when social media was born. Some argue that social media did not begin with computers, and that it was born on â€Å"line† specifically on the phone. The era of Phone phreaking or the Rogue exploration of the telephone network of the 1950s was a period when techno-geeks-people who were very clued up on technology- began to investigate ways to allow them to make free or cheap calls. â€Å"These early social media explorers built â€Å"boxes† which were homemade electronic devices that could generate tones allowing them to make free calls and get access to the experimental back end of the telephone system. Borders (2009) While on the other hand, others argue that social media came in considerably more recent years. Boyd and Ellison (2007) claim that â€Å"the first recognizable social network site launched in 1997. SixDegree. com allowed users to create profiles, list their Friends and, beginning in 1998, surf the Friends lists. Each of these features existed in some form before SixDegrees, of course. For instance, profiles existed on most major dating sites and many community sites. Classmates. com allowed people to affiliate with their high school or college and surf the network for others who were also affiliated, but users could not create profiles or list Friends until years later. SixDegrees. com was the first to combine these features. As defined by Boyd and Ellison (2007), the generally accepted present-day understanding of social media and what it has become would however suggest that these platforms as we interpret them today, concurs with the latter date of origin. 2. 3. 1ORIGINS OF FACEBOOK Facebook was originally born out of the trivial concept of allowing students to judge each o ther based on their facial appearance. Over a relatively brief period, Mark Zuckerberg-founder of Facebook evolved the platform and introduced innovative ideas into the network, and added some useful features like a comments section, amongst other things. Within a few months most of the schools and universities in the United States and Canada were on board, and a surprisingly large number of people had joined Facebook. In September 2006, the network was opened to any individual who had an email address and was over the age of 13. Subsequently, Facebook rapidly grew into the most popular social networking website. 2. 3. 2ORIGINS OF BLOGGING Miller and Pole (2010) define a blog as a website containing dated entries, or posts, presented in reverse-chronological order. Blog features commonly include archives (previous posts, typically grouped by month and year), a blogroll (a list of recommended blogs), and a reader comment section. Today, most blogs are interactive, allowing visitors to leave comments and even message each other via widgets on the blogs and it is this interactivity that distinguishes them from other static websites. Brown et. al (2007) acknowledge that word of mouth (WOM) communication is a major part of online consumer interactions, particularly within the environment of online communities. The relative simplicity required to set up and participate in a blog allows for any individual that has a basic understanding of how a computer works to be involved in this online activity. Many blogs provide commentary or news on a particular subject; others function as more personal online diaries. A typical blog combines text, images, and links to other blogs, Web pages, and other media related to its topic. The ability of readers to leave comments in an interactive format is an important part of many blogs. Increasingly, blogs are now emerging as a new form of interactive advertising tool on the Internet. Cho and Huh (2008) The origins of modern blogging are often a point of great contention. There is a school of thought that believes that the ‘Mosaic’s what’s new’ page in 1993 was the first weblog. The ‘Mosaic’s what’s new’ in 1993 a list of links some people passed onto others. However, it wasn’t until December 1997 that Jorn Barger coined the term â€Å"weblog† in his Robot Wisdom Weblog. In 1998, only a handful of blogs existed, and many of the bloggers knew each other and linked to each other’s sites. Rebecca Blood, author of The Weblog Handbook, notes that one preeminent site listed only 23 blogs in existence at the beginning of 1999. The media started noticing blogs later in 1999 and drew attention to the phenomenon. But it was the proliferation of free weblog-creation programs in 1999 that made blogging into a hugely popular pastime. Before this software was widely available, most weblogs were hand-coded by web developers and others who taught themselves HTML. The new programs made it easy for anyone to create their own weblog. Blogger was released in August 1999 and was an immediate hit. This simple weblog application allows users to create any kind of weblog they desire. By October 2000, Blogger users were creating 300 new blogs a day, and the Blogger directory had over 5,500 blogs listed. In November of the same year, the 10,000th Blogger weblog was created. As of 2002, Blogger claimed over 750,000 users. The rise of tools like Blogger also changed the content of weblogs. While they had begun as link-driven sites offering alternative viewpoints on news and other subjects, weblogs began to collide with online journals. Blogger-style tools allowed links and commentary to quickly grow into longer essays and diaries on the Web. Online journals had existed before this, but weblog applications made journals easier to manage for those who didn’t know HTML. 2. 4The impact of WOM through social media sites Both scholars and practitioners of marketing are particularly interested in WOM communication behavior in the context of online communities because of the extraordinary popularity, growth, and influence of such communities. Arndt et. al (1967) defines WOM as a consumer-dominated channel of marketing communication where the sender is independent of the market. It is therefore perceived to be more reliable, credible, and trustworthy by consumers compared to firm-initiated communications. Some literature reviews of studies in the field of social media sites reveal that the rapid spread of WOM on such sites concerning products and brands is one of their most distinguishing benefits. â€Å"A key finding from research indicates that 10% of new consumer packaged goods (CPG) account for 85% of viral buzz, but this does not necessarily indicate a direct link with sales generation. Niederhoffer. (2007) Furthermore, the once accepted belief that word of mouth influence comes only from the elite, highly connected few has been challenged. Consumption-related online communities essentially represent WOM networks, where individuals with an interest in a product category interact for information such as purchase advice, to affiliate with other like- minded individuals, or to participate in complaint or compliment interactions (Cothrel, 2000; Kozinets, 1 999; Hoffman and Novak, 1996). While it can be argued that the WOM communication going on within these online communities has limited social presence in the traditional sense, these communities provide information and social support in both specialized and broadly based relationships, and are becoming an important supplement to social and consumption behavior. Wellmanet. al. (1996) A study conducted by Cyber Atlas (2001), for example, cited 84% of Internet users having contacted at least one online community. The popularity of these emerging consumption-focused online communities, and the WOM communication going on within them, highlights a need for increasing scholarly attention to be paid to online WOM communication. Smith et. al (2007) state that â€Å"Research suggests that most people are moderately connected and are as willing as the highly connected to share marketing messages. † Increased accessibility to the Internet and thus, social media sites has exacerbated the connectivity of people through an increased number of touch points such as mobile phones. Whereas previously people who did not own or have access to personal computers or home Internet connectivity, were not able to access social media sites, now through their cell phones they are active participants on such sites. This research proposes that people have an innate desire to share messages with one another-including marketing communications. Social media sites have a unique distinguishing factor that traditional marketing methods lack and that is an ability to stimulate and enable two way dialogue between companies and their consumers and vice versa. An added advantage of this two-way dialogue is that it is possible for it to take place in real time and instantaneously. Consumers on these platforms are able to engage with companies that were traditionally out of reach to them on matters concerning their brands or products. Likewise, companies (brands) are able to gain insights into their customers and customers’ perspective, as well as directly address any issues or concerns at hand. In some cases, consumers engage with one another without the brand intervening at all; sharing opinions and experiences. In the same breath however, John Marshall Roberts, communications strategist and Chief Executive Officer (CEO) of Worldview Learning, training and Research Company for change makers,  highlighted the importance of the need for transparency and honesty, he warns that  Ã¢â‚¬Å"half-truths and ‘green washing’ are quickly exposed on today’s social media networks. † It is imperative that companies with a presence on social media sites maintain an uttermost level of integrity in their communication with consumers, as the truth can almost always be uncovered. In such cases, a positive reputation that a brand may have built over many years can be destroyed in a matter of days and indeed in an instant. Katz and Lazarsfeld (1955) in one of the earliest research studies on WOM concluded that WOM two times more effective than radio advertisements, four times more than personal selling, seven times more than print advertisements. This research, was investigating traditional WOM in the absence of social media and indeed the Internet. Such WOM was bound by geographical location, as people were limited to the people that they were physically able to interact with. The Internet and indeed, the exponential growth of social media sites, have eradicated this constraint. Trusov et. al. (2009) find that WOM referrals have a strong impact on new customer acquisition. In their research, they conclude that the effectiveness of WOM referrals on social media sites have resulted in a direct positive effect on sales of products. The creation of social media has meant that WOM can be directly tracked in relation to its impact of consumer behaviour with regards to individuals’ decision-making process. There are several motivations that lead consumers’ WOM referral behaviour. These two motivating factors have found to be the primary drivers such as extreme satisfaction or dissatisfaction (Dichter 1966; Richins 1983; Yale 1987), commitment to the firm (Dick and Basu 1994) and novelty of the product (Bone 1992). When a consumer has had an exceptionally pleasing experience with a brand, or on the other hand, a particularly unpleasant one they are more likely to share this with as many of their peers as possible. Depending on the experience, this could lead to extreme benefit on the part of the company behind the brand or it could be detrimental to its image. Equally significant is the level of loyalty that a consumer may have to a brand or company. Once a consumer has a reached a stage of extreme brand loyalty, they develop a deep connection with the brand as they would with a person. There have been various schools of thought on the motivating influences on spread of WOM. One of these was that consumers who communicate marketing messages to other consumers were previously assumed to engage in this behavior as a result of altruism or reciprocity or to attain higher status (Dichter 1966; Engel, Kegerreis, and Blackwell 1969; Gatignon and Robertson 1986). However, according to findings conducted by Kozinets et. al. (2010), the motivators are more multifaceted including the individual’s personality, specifically at whether they are opinion leaders or opinion seeker; this topic will be discussed in greater detail further on in the next section of the literature review chapter. Additionally, their research study suggests that the sharing of WOM marketing messages is â€Å"personal in a communally appropriate manner. † Therefore, advocating that WOM is heavily influenced by personal characteristics of an individual in a communal setting. Wiedmann et. al. (2007) address the question of why certain personal sources of information have more influence than others to identify general market-place influencers and use them for more effective product and message diffusion. They support that factors such as source expertise (Bansal and Voyer 2000; Gilly et al. 1998), tie strength (Brown and Reingen 1987; Frenzen and Nakamoto 1993), demographic similarity (Brown and Reingen 1987), reference group influence (Bearden and Etzel 1982) and perceptual affinity (Gilly et al. 998) have been identified as important antecedents of WOM influence. 2. 5The role of opinion leaders and opinion seekers on social media sites as reference groups Bearden et. al. (1989) state that the pervasive use of spokespeople in product and service endorsements reflects the widely held belief that individuals who are admired or who belong to a group to which other individuals aspire can exercise an influence on information processing, attitude formation, and purchase behaviour. Consumers influence other consumers in numerous ways. They act as models that inspire imitation among those who observe their purchase and consumer behaviour, either directly or indirectly. Flynn et. al (2001) propose that consumers spread information through word of mouth, as consumption is a major topic of social communication. They further influence one another by directly giving out advice and verbal direction for search purchase and use. Research reveals that the time spent online and the benefits pertaining to product information and brand awareness for consumers are impacted on by individual personality traits. Personality traits in this context are discussed as they pertain to â€Å"opinion leaders† and â€Å"opinion seekers†. Solomon et. al (2010) clarify the term opinion leaders by defining them as â€Å"people who are knowledgeable about products and whose advice is taken seriously by others. † These people tend to be respected in their knowledge of specific products and hold great social power, as people tend to go to them for recommendations and advice. Opinion seekers on the other hand â€Å"are more likely to talk about products with others and to solicit others’ opinions as well. Solomon et. al (2010) Research conducted by Acar and Polonsky (2007) reveal that â€Å"gender and extroversion predict online social network size and time spent online; that opinion seekers spend more time online and have larger networks relative to opinion leaders; and that opinion leaders are more likely to communicate their brand use online† This research further foun d the â€Å"mediating role of opinion leadership and opinion seeking in explaining the impact of general personality traits online brand communication and social networking. † From this definition it is established that although people may seek information from various sources, there are certain individuals whose advice carries more weight than others. Opinion leaders also tend to be socially active and highly interconnected in their community. Opinion seekers on the other hand, are often seen to be followers of opinion leaders. They are constantly in search of information from others. This could explain the reason that they would be most active online as revealed in research discussed above by Acar and Polonsky (2007). Research conducted by Aaker (1991) and Keller (1993) concurs that the set of associations consumers have about a brand is an important component of brand equity. According to the findings from this research, consumers gain a certain level of psychological benefit from using or associating with certain brands. Consequently, the way in which the opinion leader is perceived will have a bearing on the brand perception to those that interact with him. Escalas and Bettman (2003) found that â€Å"students are more are more likely to develop a self-brand connection when there is a strong usage association between a reference group and the brand and there is a strong connection between the reference groups and the consumer’s self-concept. † Therefore, in this research, if a student has aspiration or actual associations with a certain reference group, whichever brand(s) that are popular within that group or have a high usage rate within that group will in turn have a level of appeal to that student. It stands to reason then, that with the copious amounts of time spent online by consumers, and the loads of information imparted particularly by opinion seekers, that social media sites would now form a pivotal role of this brand reference and purchase decision making construct. Social media sites have in themselves evolved dramatically over recent years, occupying a more extensive space in today’s society. The advancement of social media has allowed it to reach a point where it could be considered to play a pivotal role in consumer interaction with reference groups. Childers and Rao (1992) put forth that the reference- group construct has supplanted the notion of group membership as one that explains group influence on individual behaviour. An important point to note is that the relationship between an individual and a reference group should be motivationally and psychologically significant for the influence to be considerable. Lessig and Park (1978) identified and examined three motivational reference group functions (RGFs) that lend themselves easily to the proposition of social media sites as reference groups. The functions are: informational, utilitarian, and value-expressive. These two researchers defined the terms in the following way. â€Å"An informational reference group imposes no norms on the individual. Instead, an influence is internalized if it is perceived as enhancing the individual’s knowledge about his environment and/or his ability to cope with some aspect of it. Thus, the likelihood that an individual will accept information from this reference group as evidence of reality increases if he feels uncertainty associated with the purchase and/or lacks relevant purchase related experience. In line with this thinking, consumers in the process of purchasing products may visit Facebook or a blogging site in order to get product information, often from people with whom they have a personal relationship or connection. The influence of a utilitarian reference group on the other hand as outlined by the research conducted by Lessig and Park (1978) refers to â€Å"influence on individuals from a different approach from the informational reference group, these groups are seen to motivate an individual to realize a reward or to avoid a punishment mediated by some other individual or group or is expected to conform to the other’s influence. The success of this phenomenon is achieved only if the individual feels that his actions are visible or will be known. Individual profiles are visible to everyone that participates on Facebook as well as blogs other than those with a private setting. Individuals subscribing to this form of reference group would tend to want as many people as possible to see their profile and thus display their group associations. The third motivational reference group function explored by Lessig and Park (1978) is the value-expressive reference group. An individual utilizes a value-expressive reference group for the purpose of expressing himself and/or bolstering his ego to an outside world. The degree of cohesiveness or norm speci ficity of the reference group is irrelevant for this function. What is important is the psychological image associated with the group whether the group is real or imaginary. A number of well-known cases exist in which attempts have been made to use the value-expressive reference group function in promotions. Consider the following examples: the â€Å"young generation† promoted by Pepsi, the ‘seaman image† promoted by Schlitz and the â€Å"sophisticated and liberated woman† concept promoted by Virginia Slim cigarettes. † Social media sites have now created a platform whereby people are enabled to create, aspire and join certain group. This information is more readily accessible and visible to the general public, thereby allowing individuals to display their affiliations with much more ease and higher reach. Childers and Rao (1992) further establish that from marketing and consumer- behaviour perspectives, the influence of reference groups on individual behaviour is often manifested in the types of products and brands purchased by individuals. 2. 6SHOPPING AS A SOCIAL ACTIVITY ON SOCIAL MEDIA SITES A third view into social media sites and consumer buying behaviour show that these two concepts are intrinsically connected as shopping or sales in themselves are a social activity based on mutual trust. According to Shih (2009), â€Å"relationships can sometimes even trump price as the deciding factor in purchase decisions. † Product information from a trusted source like friends, family or other people that may form a part of one’s reference group could result in the purchase of a product just from the mere fact that the information is coming from that specific person. It has been accepted for decades that shopping is more than the mere acquisition of products but rather it is more about the enjoyment, experience and entertainment. Dennis et. al (2009) state that â€Å"as well as its functional role it includes the pleasure of browsing, impulse buying, discovering new shops, topic for casual conversation, focal point for planned and unplanned activities with other people. This statement is particularly true among women. Researchers have drawn attention to the importance of social and affiliation motivations for shopping. Shim and Eastlick (1998) Social networks lend themselves as an ideal platform for the above-mentioned motivations for shopping. These networks have drastically revolutionised society in the way people engage and socialise. â€Å"Nearly half (49%) of the thirty million Internet users in the UK have used social networking at least once in the last year and 70% of people and households are Internet users. Dutton et. al. (2009) Young females are over-represented as users of social network websites. Research carried out by Lenhart and Madden (2007) reported that 70% of females use social network sites and 48% of teens visit social network websites like Facebook daily. Findings from research conducted by comScore (2010) reveal that social media users spend, on average, one and a half times more time online than the typical web surfer. In fact, heavy Facebook users spent an average of $67 online during the first quarter of the year—compared with less than $50 for the general netizen. Social networks essentially facilitate social shopping or social commerce as the terms tend to be used interchangeably to take place among users. Social Shopping is a method of shopping where shoppers’ friends and family become involved in the shopping experience. Social shopping attempts use technology to mimic the social interactions found in physical malls and stores. 2. 7cosmetics and social media Estee Lauder has demonstrated willingness and innovation within the cosmetics category in terms of exploring social media sites to enhance brand perceptions and ultimately increase its sales. In 2009, Estee Lauder launched a business to consumer (B2C) social media marketing campaign for their cosmetics division, with their â€Å"Lets Play Makeover† initiative. As a prestigious and global skin care and Cosmetics Company, Estee Lauder saw an opportunity to tap into the increasing share of older women – mothers in particular – who were using social media. They thus created the Estee Lauder â€Å"Let’s Play Makeover† Facebook application, which in essence is a virtual makeover tool. Women could upload their photos and use Estee Lauder products to create virtual make-up. This is a significant change to cosmetics marketing because it allows potential consumers to test and trial make-up in the privacy of their own homes before making purchases. This innovative application saves time and also lets them experiment with make-up at their own leisure. The effectiveness of this application is underscored by how it also integrates the full shopping experience by indicating to users which specific makeup they are using, from the eye-shadow to foundation colour – and seals the deal by allowing them to purchase their chosen products online, thus making the purchase experience more convenient for the consumer. The sharing aspect of social media is also encouraged, as the application lets users share their makeovers and before/after shots with friends. Social media campaigns should not just be considered as a separate entity. It’s effectiveness in B2C marketing especially can be enhanced with other marketing methods. This example in particular shows how to effectively tie in offline promotions with social media marketing. The underlying strategy with Estee Lauder’s â€Å"Lets Play Makeover† campaign is thus to use social media as the major point of purchase, but at the same time, offer alternatives for users to make purchases, ultimately allowing them to fully engage with their products and services whichever way they prefer. Proctor Gamble’s Olay brand was another successful story in pioneering of cosmetics category of products to explore the use of online interactions through such sites. It rolled out an online interactive diary for the Olay Regenerist anti-ageing skincare brand in 2006. The diary provided detailed information on the skin each week for the first eight weeks of product use, taking the consumer through the process, as the effects of the product were not immediately visible. Research conducted post this activity revealed that Olay had produced a four to six times higher intent to purchase among the target group, with 78% of the sample saying they had purchased the brand within the last year. According to a report by Stylophane (2010) â€Å"if a user joins the fan page as a result of viewing an advert, this action is logged on the advert itself, which means friends of the user can see this action, prompting them to also become a fan of the brand. † Thus highlighting the effectiveness of the spread of WOM on such sites even in the most passive or subtle situations. Another successful cosmetics brand that has seen great success through its presence on Facebook is MAC. As at March 2010, MAC had the greatest number of fans (542,613) – more than double that of the second most popular brand, Carol’s Daughter. Nichol (2010) 2. 8SUMMARY This chapter was dedicated to the clarification and expansion of existing theoretical studies on the topic under research. The terms Social media and Brand perception were defined and clarified in the way in which they are intended for this study. Additionally, further research that offers a robust consolidation of theories to support the research at hand were examined and discussed. CHAPTER THREE RESEARCH METHODOLOGY 3. 1INTRODUCTION The previous chapter comprehensively explored extant literature on the topic under research. Focal points of discussion in the preceding chapter were on conceptual clarification and literature most pertinent to the topic in this study. The core purpose of this chapter is to expound and justify the chosen methodology of collection of primary data for this research. This chapter identifies research aims and objectives in relation to the research methodology employed. Moreover, this chapter discusses the chosen research paradigm or philosophy as well as its motives. Following onto this, the chapter explores the research approach, research strategy options as well as the selected data collection methods. Finally, this chapter deliberates the strengths and weaknesses of the research methodology for this study. 3. 2RESEARCH AIMS AND OBJECTIVES It is imperative that the research aims and objectives mentioned at the beginning of the study are reiterated at this stage of the study as they form a crucial basis of the work going forward from this point. The research aims and objectives feed into the research methodology selected for the research. Therefore, at this point, it is prudent to reaffirm that the purpose of this study is to investigate the impact of Social Media sites on brand perceptions, with specific focus on the cosmetics industry using Estee Lauder as a case study. This research rests on the following aims and objectives; firstly the study set to review extant conceptual models and theoretical frameworks related to social media and brand perceptions. The following objective was to evaluate Facebook and consumer blogs in their role as reference groups on consumers. The final objective is to determine optimal strategies to improve sales and brand reputation of cosmetics through an increased presence on social media platforms; specifically Facebook and blogs. The above mentioned aims and objectives guide the researcher in the formulation and design of the research methodology. It is paramount that these aims and objectives are assiduously concomitant with the methodology employed in order to ensure the success of this research study. 3. 3RESEARCH PHILOSOPHY Galliers (1991) defines research philosophy as a belief about the way in which data about a phenomenon should be gathered, analysed and used. Epistemology which is, what is known to be true, is contrary to doxology, what is believed to be true encompasses the various philosophies of research approach. Latu (2007) elaborates this rationale in stating that the purpose of science, then, is the process of transforming things believed into things nown: â€Å"doxa to episteme†. As discussed by Hussey and Hussey (1997), there are two key research philosophies that have been identified in science and those are positivist (scientific) and interpretivist (antipositivist). According to Weber (2004), positivists attempt to build knowledge of a reality that exists beyond the human mind. Their research is base d on a belief that human experience of the world reflects an objective, independent reality and that this reality provides the foundation for human knowledge. On the other hand, interpretivists are attuned to the belief that knowledge they build reflects their individual structure of interpretation that is based on distinct human experience, background, culture and other such divergent factors that may impact the way in which they interpret results from their studies. Interpretivists in other words, try to make sense of the world, acknowledging that their sense-making activities occur within the framework of their life-worlds and the particular goals they have for their work. Knowledge is built through social construction or interpretation of the world. This research study is conducted from an interpretivist point of view. The results and findings of this study rely heavily on human interpretation as it relates to human perception which is essentially, the way people psychologically organise the world around them. There is a significant human socialisation interpretation involved in the analysis of the way in which social media sites impact on brand perceptions of individuals. The term perception by its very definition is based on an individual’s interpretation of the world around them. It would then stand to reason that an interpretivist research philosophy would be employed in the conducting of this research study. As is stated by Levin (1998), positivists believe that reality is stable and can be observed and described from an objective viewpoint; it would seem a fundamentally flawed approach to take on a positivists view when conducting this research-considering the subjectivity of the topic under research of human perception. This study is involved with the interpretation of brands exposed on Facebook and blogs by various individuals. The way in which one individual construes the presence of cosmetics brands on Facebook and blogs will invariably be different from the way another may view it- based on their differing understanding of the world. The human element which is inextricably associated with the topic under research could be overlooked in the investigation were it to be conducted from a positivist philosophy. Therefore, in investigating the impact of social media on brand perceptions, the research philosophy germane and most appropriate is interpretivism. The two principal disadvantages of a positivist application to the study at hand are these; firstly, its quest for rigid laws and perfect standards of scientific methodology and analysis are improbable when dealing with social phenomenon. Positivism standards are meant to be applicable repeatedly overlooking the variations in human behaviour. The second drawback is positivism’s inconsideration of the subjective and unique aspects of social phenomenon. Whereas, in dealing with the interpretation of individuals’ brand perceptions, the researcher must factor in varying social backgrounds, brand and brand communication preferences, natural scientists w How to cite Crm of Pizza Hut, Essay examples

Donatello Essay Research Paper Donatello was ed free essay sample

Donatello Essay, Research Paper Donatello was quoted stating? I was the first # 8211 ; a radical. I was making a new sort of sculpture before the others were even born? ( www.reniassancesculpture.com ) . Donatello was wise beyond his old ages. Little did he cognize that he was so right. He had many of discoveries in marble, bronze, and wood sculpture, including the first male nude since the Romans and the really first horseman ( Equus caballus and rider ) statue. Donatello can be considered a mastermind. He rediscovered the classical yesteryear and at the same clip he took sculpting to a whole new degree. Donato di Niccolo di Betto Bardi ( Donatello ) was born in Florence, Italy, in 1436. He came from a really low background. His male parent was a wool carder. Donatello grew up like any normal male child in that period, acquiring into occasional problem. Then in 1404 he worked in the workshop of a renown goldworker and sculpturer named Ghiberti. While working with Ghiberti, he was hired to make little statues of Prophetss for the Porta della Mandorla. In about 1407 Donatello left Ghiberti and started working on his ain. A twelvemonth subsequently he created his first major work, a marble David. From 1408 until about 1422 he did assorted statues for churches, including the great statues of St. George and St. Mark. Over the following eight to ten old ages, he started working with his long clip friend Michelozzo on many different undertakings including the grave of Pope John Paul XXIII, the grave of Cardinal Brancacci in Naples, and the exterior dais of the Prato Cathedral. Between 1432 and 1438 he finished the exterior dais that he started at the Prato Cathedral. At the same clip he was making other undertakings as good. For illustration, he worked on the ornament of the Old Sacristy at San Lorenzo and the Cantoria for the Duomo in Florence. Subsequently on he was hired to make the bronze doors for the two Cathedral vestries, but they were neer made. From 1444 to 1453 he lived in Padua. He made this move because of the committee from the statue Gattamelata. He completed the statue a few old ages subsequently and it was unveiled to the public three old ages subsequently. He returned to Florence after the completion of Gattamelata. There he did many plants until his decease. Two of import plants were Mary Magdalane and the Judith and Holoferenes. In 1457 he left for Siena where he made a statue of St. John the Baptist for the cathedral. Soon after he was back in Firenze where he would remain. On his return he was hired to make his last statues. They were two bronze daiss for San Lorenzo. He started them but died before they were completed ( Two of his pupils completed them ) . He died on December 13, 1466. Donatello had many influences in his life but the outstanding 1s are the survey of Leon Battista Alberti? s theories and Lorenzo Ghiberti? s instructions to him as a immature adult male. Alberti? s theories were refering ideal proportions for the portraiture of the human figure. Donatello followed these regulations purely to make one of his most celebrated plants, the marble David. Person one time said? The proportions of this David ( marble ) coincide about precisely with Alberti? s regulations # 8230 ; ? ( Poeschke, 1349 ) . His other great influence in his life was the instructions of Lorenzo Ghiberti. This great sculpturer showed Donatello? the ropes. ? He taught Donatello everything he knew. ? Donatello had learned the technique of bronzy sculpture as a young person by working under Ghiberti # 8230 ; ? ( Poeschke, 385 ) . He taught Donatello so much that Donatello and Ghiberti became great challengers in the sculpting industry. They shared the some of the same techniques. Particularly in the creative activity of the bronze panelsm, The Feast of Herod ( Donatello ) and The Story of Jacob and Esau ( Ghiberti ) , are really similar. In both of the panels, it is as though the spectator is looking through a window into a room and sing the scene. Both Donatello and Ghiberti portion the same technique that made them highly competent and successful alleviation sculpturers. Donatello is classified as a Renaissance sculpturer. Harmonizing to Smith and Masters in their art line of art history, a Renaissance sculpturer is classified as utilizing the undermentioned features in their art. The creative person # 8217 ; s work was paid for by clubs and private frequenters to do certain that the creative persons were remembered for their work. His figures were normally lifesize, spiritual figures, and they were used to adorn churches or other public topographic points. But, the private frequenters frequently wanted fabulous figures every bit good as spiritual 1s. In add-on, Renaissance sculpturers besides created statues of celebrated people of their clip. For illustration the Gattamelata was a celebrated genreal that Donatello did a sculpture of ( the first Equus caballus and rider statue ) . The Renaissance sculpturers used bronze, marble, terracotta, and wood to make their unbelievable plants of art. Donatello blended all of these techniques of sculpture to make his chef-doeuvres. Donatello had the most influence on the Renaissance period. Many bookmans would hold that Donatello was the most influncial people in sculpting history. Donatello is by and large considered one of the greatest sculpturers of all clip and the laminitis of modern sculpture. His sculpture influenced that of Florence and northern Italy in the fifteenth century. It was besides a major stimulation on the development of pragmatism in Italian picture # 8230 ; ( Dickey 292 ) He pioneered many differnet things in the country of sculpting. These things are what makes him so celebrated. First and formost he was one of the first ot use the weight switching technique. As in his bronze David. This is a perfect illustration of the weight switching technique in his sculpture. If you look at him his hips are slanted somewhat down. This allows Donatello to acquire hte right consequence in his sculpture to allow him set all his weight on one leg. One of his legs are consecutive and the other is dead set and it looks like he is non utilizing that one to stand up. Giving you the consequence that he is merely standing at that place lazily. His bronze David is wei ght switching technique to a tee. Along with a twosome of other things this weight switching technique gives his statues character. Fictional character that makes his stautes unlike any before and after his. Another thing that makes his sculpture so particular is the facial looks on all the faces. On every face there is a different look. On some of his faces there is merely a apparent face as in his Equus caballus and rider sculpture of Gattamelata. Gattamelata merely has a regular expressionless face. But on some of his later plants in peculiar like the Mary Magdalane the facial looks are really complex. He uses a broad scope of facial looks from really unagitated to highly disturbed. He besides uses right proportions in his sculpture. The caput, weaponries, trunk, and the legs are all in proportion with each other. If you like at his sculpture of St. George this statue is all in about perfect proportion. His caput is in proportino to his organic structure. His bronze David is the same manner. Everything merely fits together like a? perfect human being. ? This was the first clip that a sculpture had been done in proportion since the Greek times. I personally like the sculpture that looks the most similar existent life. The more perfect to proportional it is the more I like it. The thing that I see in all of his sculpture is his unbelievable item. It? s like his sculpture could acquire off its base and walk off. That? s how existent the sculptures look. From the manner the robes flow on the scriptural figures as in his statue of St. Mark. To his highly intricate hair and organic structure work on the Mary Magdalane. In his sculpture of St. George you can see how intricate his armour and his shield are. He even goes every bit far as to adorn the shield. You can see the venas in the custodies of some, as in the sculpture of St. Mark. The hair looks so existent, it is so intricate and beautiful, as in his last David. Donatello is set apart from every sculpturer in history. He had many exciting discoveries weight switching, facial look, right proportins, and unbelievable item. He did so much beautiful work that he is considered manner in front of his clip in the country of sculpting. Donatello started his first David in 1408 and completed it in 1409. It is a statue of a immature male child in his late adolescent old ages with a large severed caput at his pess, the caput of Goliath, whom he defeated in conflict. David stands there looking out at the universe like I am the adult male! This sculpture was done after Donatello? s city state of Florence won a similar David and Goliath conflict against Milan. The so called buly in Italy at that clip. This sculpture symbollically shows the triumph of Florence and at the same clip shows Donatello? s unmatched accomplishment in sculpture. Donatello? s sculpture of David is about six pess tall and is made out of marble. It depitics a immature adult male in leather armour with a streamlined ness. His look is unagitated, cool, and collected like statues of the calssical Grecian period. He looks out with an deadpan face that gives you the message, ? do non mess with me! ? He has really elaborate leather armour on that gives you the feeling that he merely walked in from the conflict field on to this dais. He has a long flowing ness about his cervix and shoulders that gives him a more masculine quality. He is besides have oning some sort of garland about his caput that gives you the feeling that he was honored for killing this great animal of a adult male in Goliath. The caput of Goliath is a large caput with a full long fluxing face fungus and his closed eyes say, ? I have been defeated. ? Donatello? s David fits the categorizing of the Renaissance sculpture to a tee. It includes everything and leaves nil undone. First off he uses the weight switching technique. The immature adult male? s hips are somewhat angled on one side and his manus is on the high side of the hips and his other manus is merely hanging at that place. It looks so existent. The manner his organic structure is fluxing together and his natural position, make him look like a existent individual. The facial look on this peculiar sculpture is dynamite! He has no facial look, but you still acquire the feeling like he does non desire to be messed with. It? s so awesome the manner Donatello can do a face have no look yet it still communicates to you a really strong message. The sculpture is in right proportion. His weaponries and legs are the right size for his trunk. The caput looks relative to his organic structure and his pess wear? t expression excessively large for his legs. The last thing that I categ orized a Renaissance sculpturer with is unbelievable item in the whole work. His David is that to a tee. Everything about this immature adult male has unbelievable item, from his intricate hair to his leather armour to the ness that hangs around his cervix, it is all in great item. Like it is a cast of a individual, A individual ready to acquire off that base and walk off. This is a typical Donatello sculpture: tonss of item, a spiritual figure, really life-like, and manner in front of his clip. To me personally I think what? s so alone about this sculpture is it? s enigma. What I mean by this is that what was the battle like between these two giants? Was it truly that bad where the also-ran got his caput chopped off by the master or did it merely go on like that? Now that this male child killed this giant is he a hero? You tell me. I personally love this work it has everything I like in sculpture. It has great item, enigma, composure, and realism.Works Cited Dickey, Dickey H. ? Donatello. ? Funk A ; Wagnalls New Encyclopedia. Volume 8. New York: Funk and Wagnalls, 1994. Poeschke, Joachim. ? Donatello. ? Donatello and His World. New York: Harry N. Abrams, Inc. 1993. No author. ? Donatello. ? located at www.reniassancesculpture.com. Works ConsultedMullers, Janet Fuller and Smith, Joyce McKeon. ? The Renaissance. ? Art History: A Study Guide. New Jersey: Prentice-Hall, Inc. 1987.Rothenstein, Sir John. ? Donatello. ? Encyclopedia of Art. Volume 7. London: Greystone Press, 1968.

12 Imaginary Places

12 Imaginary Places 12 Imaginary Places 12 Imaginary Places By Mark Nichol Religion, legends, and literature alike are replete with various conceptions of ethereal or terrestrial paradises or places with romantic flair. Here are a dozen examples of ideal locales, including their names, their origins, and their definitions. 1. Arcadia (the Greek region of Arcadia): an idealized, unattainable pastoral state, bereft of civilization 2. Atlantis (allegorical legend recounted by Plato): an island with a complex, advanced civilization that was submerged in a cataclysmic disaster in preclassical times) 3. Camelot (European legends and folklore): the seat of the court of King Arthur, renowned for its splendor 4. Cockaigne (European medieval legend): a place of idleness and luxury 5. El Dorado or Eldorado (Spanish legend): the name given to a Native American chieftain and, by extension, to the prosperous city and surrounding empire he supposedly ruled; later, a metaphor for happiness or personal fulfillment 6. Erewhon (Samuel Butler’s satirical novel Erewhon): a seemingly utopian society with the same flaws as actual civilization 7. Faerie (European fairy tales and folktales): the magical realm of fairies and other legendary beings 8. Neverland or the Neverlands or Never Never Land (J. M. Barrie’s stage play Peter Pan and his novelization Peter and Wendy): an idyllic land serving as a metaphor for escapism and perpetual childhood 9. Shambhala (Buddhist tradition): a mythical hidden kingdom in Central Asia adopted as an ideal state by believers in mysticism 10. Shangri-La (James Hilton’s romantic novel Lost Horizon): an idealized paradise in a hidden valley in Asia 11. Utopia (Sir Thomas More’s allegorical novel Utopia): an island with a harmonious sociopolitical system; in uncapitalized form, any idealized society 12. Xanadu (Chinese history): a city in what is now Inner Mongolia, the historical summer palace of Kublai Khan, but also, inspired by Samuel Taylor Coleridge’s poem Kubla Khan, an idealized place of luxurious splendor Want to improve your English in five minutes a day? Get a subscription and start receiving our writing tips and exercises daily! Keep learning! Browse the Fiction Writing category, check our popular posts, or choose a related post below:Writing Prompts 101Capitalization Rules for Names of Historical Periods and MovementsThrew and Through

uni life Essay

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Process and Change Management Assignment Example | Topics and Well Written Essays - 2500 words

Process and Change Management - Assignment Example The company has continued to benchmark with a few global players in the industry to and has promised to improve the qualities in the oil products produced by the company. The perceived quality of the products produced by the company has continued to improve. The company utilizes the best chain of distribution in sending products to the retail stores. The company has four big distributors around the country that ensures the products produced are available to the retailers. Such products include petrol, lubricant, engine oil and many others (Sim, 2012). The company has maintained warehouses at its distribution centres with an intention of ensuring emergency and constant supply of the products. The company has strong base of technological support and human resource. Some of the challenges that the company is currently facing include decreasing amount of crude oil in the market, high cost of inventory, and pressure from the international community on the need to shift to green production and high delivery time which result to higher cost of production. The company has stressed on the need to utilize their services and remain within the organization so as the bond between the company and the organization is maintained (Mathews, 2011). The company has maintained an effective system of transportation from the point of manufacturer to distribution centres as well as the to the retail outlets. The company has of late focused o hiring vehicles with an intention of reducing the cost of vehicles. In chain of supply the company is currently utilizing allocating gaming policy to help distribute goods. The suppliers will place the products on allocation in cases where the supply declines. The supplier may be forced to cut short of the quantity supplied with an intention of ensuring that all nodes of downstream at least get something. Some customers have sometimes ordered more to compensate

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Technology in work place - Research Paper Example The term technology is specified to the subjects of concern as for example, medical technology, construction technology, information technology and networking technology to name a few. Technology therefore has profound effects on the human being as well as the other species of this world. With the unmatched development of technology, business houses have also started taking interest in the implementation of technology for the purpose of enhancing the efficiency of business. The most common technologies used by the companies nowadays for the purpose of enhancing the efficiency are video conferencing, virtual office technology and social networks. With these technologies, workplace boundaries have actually expunged. Furthermore, with the implementation of technology, companies now get the opportunity to target wider customer base and can reach out to many geographical places of the world (Hanks 14-18). What are its promises? The advancement of technology promises people to show more ef ficient ways of doing the work. For instance, the education system has advanced to a great extent with the development of computers and laptops. In the similar way, the business houses have also experienced tremendous benefits for the development of technology. Companies have been able to take their business on a global scale in the most efficient form and in the most cost effective way. Technology also promises to improve the following fields. Improved Communication: Improving the communication at work place is one of the basic necessities of organizations. In this context, technology can be useful in improving the communication infrastructure of the company. Earlier, communication among the workers used to take place with the help of wired telephone lines and off late mobile phones and fax. However, robust development of technology has facilitated companies to shift to more modern communication systems (Clarke 16-24). Human Capital: - With the development and implementation of imp roved technologies, companies nowadays are able to embrace better human resource. This is generally achieved through the improved efficiency of screening, recruitment and hiring. The performance and performance appraisal is also carried out with improved technology. The concept of balanced scorecard and 360 degree appraisal method are some of the examples of technology in improving the capacity of human resources. Greater Efficiency: technology is indispensible in increasing the efficiency of the company. Technology has not only provided companies with the opportunity to improve efficiency but has also helped in maintaining high productivity. What are some potential down side of these new technologies and trends? In today’s world, where everything is just about accessible and more convenient due to the advancements in technology, it seems that continued development will be inevitable. Stepping into the 21st century has allowed mankind to experience some of the most unbelievab le things. However, authors have mentioned that when the other side of this development is considered, technology can be a cause of destruction, if not used properly (Baldauf and Stair 22-24). Despite a number of applications and advantages, there are potential down side of the new technologies and trends. Some of the obvious downsides are detailed below: - Dependency: - The dependency on technology in increasing at a robust rate. The more technological advancement being experienced by the society, the dependence of people on

Definition Of Physical Fitness Physical Education Essay

Definition Of Physical Fitness Physical Education Essay Health related physical fitness can be defines a set of measurement of physiological characteristic and physical level that associate with premature of non-communicable disease that is associates with sedentary life behavior (Vanhees et al. 2005). There are two component of physical fitness which is, health related fitness and skill related fitness. Health related fitness is composed by aerobic fitness, muscle strength and endurance, flexibility and body composition (Huang, 2002), while skill related fitness associate with agility, balance, power, static strength and coordination (Miller et al. 2008).Even thought skill related fitness is not importance as health related fitness but skill related fitness is importance to athlete and military. Physical fitness are influence by many factor such as, age, gender, body mass index or body type and as well as level of physical activity, therefore each individual need to maintained physical fitness level in order to cope with daily activity a nd stay healthy. According to Chung (2008), physical fitness level of school children are being influence by physical education and physical activity. Each individual need to retain at least basic physical fitness prior to sense the benefit of adequate fitness. Recently research has showed that more children are getting fat and less fit and more prone to expose to chronic diseases. It is importance to keep in mind that maintaining physical fit in early age can contribute to decreases risk mortality and morbidity from chronic diseases (Malton, 2006). Non communicable diseases (NCDs) such as, overweight, obese, high blood pressure, high blood cholesterol, hypertension, cardiovascular diseases, diabetes, cancer and related condition are the major health burden to this country (Zainal Ariffn, 2012). Alarmingly, a non-communicable disease in Malaysia, prevalent among children has increase rapidly past few decades (NMM, 2012) and it will continue to be rising (Tee, 2012). One of the major causes lead to this rising is, sedentary life behavior that lead to low physical fitness (Mokdad et al. 2004). The studies on health related fitness on non-communicable diseases has been reported widely in all age (Jonker et al. 2006). Numerous healthy benefit can be achieve through engagement of regular and vigorous level exercise that lead to increase physical fitness (Ruiz et al. 2006). There are a lot of studies that has been done, mainly focusing in growing concern on physical fitness component among children in determining harmful effect of unfitness that can lead to adulthood (Dumith et al. 2008). Most of physical fitness that has been diagnosed showed that poor physical fitness level lead to potential strategy in early detecting metabolic disorder (Anderson et al. 2009). Despite of growing concern and its importance to physical health in life, in Malaysia physical fitness study on children is still no well established. According to (Shabeshan, 2006) the prevalence of level physical fitness among school children is not very satisfactory. Furthermore, there a lot of variable associates with physical fitness level, such as cardiovascular, muscular strength/resistance and flexibility. Other association variable, that may contribute in identify factor predicted for fitness level are such anthropometric measurements, body mass index (BMI), and waist circumference (WC) that associate with muscular strength or resistance (Brunet et al. 2007), and cardiorespiratory fitness (Eisenmann, et al. 2005). 1.2 Problem Statement Low physical fitness among school-going children may decline physiological capability. According to Rowland (1999) deterioration of physiological capability is due to low physical fitness that will lead to decreases in physical function and muscle strength. Furthermore, there was a lack data have been reported on physical fitness level among school-going children, taken into consideration that physical fitness testing, anthropometric and body composition measurement assessment are foundation steps for changing intervention life style or sedentary behavior, this present study is carried out to investigate the association between health related physical fitness with anthropometric indicator and body composition in primary school children in Beruas, Perak. 1.3 Significance of Study It is a well know that there are association between health related fitness with cardiovascular disease, overweight and obese among primary school children. This study will determined to what extend current growth of school growing children respected to their physical fitness. The data being obtained in this study will work as a platform for intervention on healthy life style and increase awareness among parent and teacher. This study is expected to provide a baseline data on physical fitness and other health parameters among school children. Furthermore, teacher, health department, and relevant agencies could develop program and help them making decision for obesity prevention among school children. Objective To determine the anthropometry of the primary school children. To determine body composition of the primary school children. To determine physical fitness level of the primary school children. To determine relationship between anthropometric measurement, body composition with health related physical fitness among school children. 1.5 Hypotheses Ho: there are no significant relationships between anthropometric measurements, body composition to health related physical fitness. Assumption Fitness test instruction were presented in this study to primary school children, therefore each participant understood the instruction. Each participant five full commitment to the fitness measurement. Each participant was involved are free from any injury Each participants guardian understood the research study and give permission to their children in taking part in this research by fill up the inform consent. Limitations The limitations of the study are stated below: Study population Participants were involved in this study came from rural area located in Beruas, Perak. This study not take participant from other area, thus limited geographical presented of the population. Limited time Participant has limited time because they need to participant in education class, thus the test has to be done in one day only. Instrument The skinfold measurement (harpenden) may not accurate as Dual Energy X-ray Absortiometry (DEXA), thus limited study finding. Operational Definition The studys operational definitions are as below: 1.8.4 Flexibility According to William et al. (2003) flexibility is ability of joint to move in full range of motion and allows freedom of movement around the joint. 1.8.5 Muscle strength Muscle strength refer as external forced (work express in newtons, kilograms or pounds) that can be generated by specific muscle or muscle size also been called resistance lift (William et al. 2003). 1.8.6 Body composition Body composition is a distribution of body fat to lean body mass (Pangrazi, 1991). 1.8.7 Obesity Obesity is known as a condition of excess body fat and it is associated with a large number of debilitating and life-threatening disorders, such as major increase in associated cardiovascular, metabolic and other no communicable diseases (Must et al., 1999). 1.8.8 Waist circumferences A waist circumference is measured using nan- elastic tape by placing on the trunk between iliac crest and lower costal margin (NCCFN, 2005). CHAPTER 2 Literature Review 2.1 Introduction Health can be described in variety approach the term itself can be used to describe how a persons feeling, shape or appearance and peoples fitness. However according WHO, (2003), the term health, is not simply the lack of disease or medical condition but it is a state of complete mental, physical, and social well-being or medical condition. Health related fitness is a sub scale of healthy well being the health related fitness major focusing in maintaining human bodys system to endure or to sustain human daily life activity, does not affect surplus fatigue, stress or illness by maintaining basic functioning of bodys system (Brunetto et al. 2009). Furthermore, as humans body can maintaining basic function of bodys system that focusing in health related fitness it can cause or reduce chronic disease such as non-communicable disease and help faster in recovery on what they should occur. According to Jonatan et al. (2006), in order to persuade the healthy development of bodys system, human need to create regular workload demand on their body such as regular exercise, so that humans body can adjusts to the demand workload to perform, and living an active lifestyle. However, if human live as sedentary behavior lifestyles their physical workload may reduce and doing beyond sitting or walking about may become a struggle, moreover body also not functioning effectively as a result may contribute to health conditions. 2.2 Definition of Physical fitness Physical fitness can be defines in many ways, according to Kamil et al. (2012), physical fitness being defines as competence to adjust and recovery from extraneous exercise. Furthermore, physical fitness being defined as a condition that granted human to carry their daily activity without fatigue and have enough energy to enjoy leisure activity (Malina et al. 2004). According to Miller (2006) physical fitness can ne defined in various point view such as, cardiorespiratory fitness, muscular strength or muscular endurance. Other definition for physical fitness is when body function at optimum efficiency thought capacity of the heart, blood vessels, lungs and the muscle (Pate, 1993). All definition above has cover performance related fitness, but according to McGlynn, (1993) health relate fitness is focusing on protection against cardio disease, illness that associate with overweight, a diversity of joint and muscle problem and physiological complication that lead to further stress. Example of components of health related fitness is cardio respiratory endurance, flexibility, muscular strength and endurance and body composition. 2.3 Health related fitness 2.3.1 Cardiovascular fitness Cardiovascular fitness is closely related to ability exercise in prolonged period with involve large and dynamic muscle size and intensity of exercise from moderate to high capacity (ACSM, 2010). Performance of exercise is depending to efficiency of skeletal muscle system, cardiovascular and respiratory state. In order to improve cardiovascular fitness, body must receive sufficient oxygen supply to the working muscle and these will increase necessary enzymes activity for production energy in the working muscle. The general method in increasing or develop cardiorespiratory fitness is by increase intensity, duration and frequency of exercise (William et al. 2003). Example of general exercise for young children to achieve the fitness level is at least 130-150 beats per minutes maintain it for 20 to 30 minutes for optimal benefit. According to ACSM (2010), cardiovascular fitness is health related fitness because decreased in cardiovascular it has been connected with premature death associated to cardio disease. Second reduction of death from various causes has been associated with increased cardio fitness and lastly high physical activity level associated with high cardiovascular fitness in turn has many associations with health benefit. The cardiovascular fitness test is an importance assessment in preventive program 2.3.2 Flexibility According to William et al. (2003) flexibility is ability of joint to move in full range of motion and allows freedom of movement around the joint. In order to have a good health lifestyle, individual need some definite amount of flexibility to cope with their daily life routine. Muscle viscosity, adequate warming up and distensible joint capsule are importance or specific variable that affect flexibility of individual (ACSM, 2010). Furthermore, ligament and tendon also associated with flexibility. Stretching or 10 to 30 second and stretch beyond normal length have been recommended to increase the flexibility. Example of stretch being recommended is static trenching where it allows rapidly increased in strength reflex to a point of discomfort zone. 2.3.3 Muscle strength and muscle endurance Muscle strength refer as external forced (work express in newtons, kilograms or pounds) that can be generated by specific muscle or muscle size also been called resistance lift (William et al. 2003). According to ASCM (2010) strength can be test out using two ways the first method is using static, refer to no movement and muscular and limb movement. Second method is using dynamic refer as muscle change in length caused by external forced. Muscle endurance is ability of muscle group to repeatedly contract over period of time and enough to caused muscular fatigue or ability to maintain specific percentages of muscular contraction (ACSM, 2010). To develop both muscular strength and endurance the basic principle need to be master is overload, progression, specificity and intensity of load (William et al. 2003). Method can be used to develop muscular strength is, exercise at maximum or near maximum resistance and this will lead to physiological adaptation where muscle increased in strength. For muscular endurance development, method can be used is low intensity but with high repetition. 2.3.4 Body composition Body composition is a distribution of body fat to lean body mass (Pangrazi, 1991). The balance proportions of body fat in human body is one factor contribute to individuals fitness level. Essential fat and storage fat are two classification of fat in humans body (Macardle, 1986), where essential fat being stored in the liver , the lungs, kidney, spleen, lipid rich tissues in the central nervous system and intestine muscles. Second the storage fat is being stored in adipose tissue for nutritional and also for internal protection function. According to NIH (1996) stated that excess body fat especially that located surrounding abdominal, will associated with metabolic syndrome, hypertension, stroke, type 2 diabetes, hyperlipidemia and coronary artery diseases. Other related illness may contribute caused of excess body fat is problem on muscle and joint where extra weight being stress on these two part, heart disease and high cholesterol. Understanding this problem is essential in order to counter back the problem being faced by many children right now. 2.4 Benefit Health Related Fitness To increased health among school children or youth, component health related fitness play a vital role in improving individual fitness level. If student or youth involved in regular physical activity that involved proper or specific frequency, intensity, time, and duration of exercise they may develop good healthy fitness level. A strength or improve in health fitness will avoid such many chronic diseases or in other word non-communicable diseases. Second by improving health related fitness especially muscular strength and endurance it will help in resistance to fatigue. Thus it also will help increasing in the quality of life and help enjoy leisure activity. Student should be told or expose to the benefit of all packages of health related fitness, most of health problem occur in early part of life. In Malaysia it has being diagnosed, children under 12 years old, being overweight is 12.6% while 13.5% is obese caused of low physical activity that lead to low physical fitness level (Yeevon, 2011). The increasing health problems among children now are very alarming where most of cased will associated with failure metabolic rate and heart disease. The knowledge of health related fitness is very importance for the student to master it for early development health lifestyle, by understanding the importance, student will created attitude to value the fitness and the will knowledge that the fitness need some effort of regular exercise with a correct intensity and this will be the best preventive medicine for their life. 2.5 Current Health related fitness in school children According to Tee, (2012) he stated that, the rate of mortality for local and abroad is very alarming where most of problem associated with cardiovascular death. One conclusion from the local data showed or stated that health related physical fitness among student and adult are not at satisfactory target or level. According to Frederick et al. (2010) electronic devices and automation that came from modern technology has made people less active as a result low physical fitness level among children and adults. Second, current status of Malaysia growings children right now is very alarming where now Malaysia facing double burden problem such as increase in number of overweight and obese children and also increased in number of thinness or in other word undernourished children. The problem should be given full attention because the growing numbers are increase tremendously and Malaysian country is the leading country in Asian pacific in obesity rate (Tummy, 2011). On the other hand, other health problem being faced by the Malaysia country is low bone mass and anemia this due to low body weight. Body images perception being faced by young adult and teenagers lead to eating disorder such as bulimia and anorexia (MASO, 2005). In nut shell it is importance for Malaysia people maintain their health status. Furthermore, available data showed that, the prevalence of obesity among children in Malaysia has equal match on developed country (NCCFN, 2005). Two cross-sectional surveys has being carry out in year 2007 and 2008 (Ismail et al., 2009) on children age 6 until 12 years old in Peninsular Malaysia. The data showed that, increase overweight and obese children from 11.0% to 12.8% and 9.7% to 13.7% respectively (figure 2.1). Figure 2.1: Prevalence overweight and obese in children age 6 to 12 years old in Peninsular Malaysia Waist circumference has strongly associated with abdominal fat (NCCFN, 2005). According to Zhou, (2002) he pointed out, in large epidemiology studies, there are strong significant and independently correlated with dyslipideamia, blood pressure, 2 hours plasma glucose or diabetes. Based on the finding, waist circumference is one major importance test in determining individual at risk of chronic diseases. Being inactive or low physical activity has not only associated with heart illness but many other related illnesses. Diabetes, obesity, failure of metabolic rate is some sort of low physical fitness level. In order to overcome the problem is by increase the awareness among children the benefit having physical fitness level. CHAPTER 3 Methodology 3.1 Research Design The study was a cross sectional study. All subjects male and female were enrolled in physical fitness test. This study tends to investigate the relationship between physical fitness, anthropometric and body composition among obese children. All subjects were recruited voluntarily and with consent from parents/guardian. The subjects were briefed verbally during the meeting. The protocol and potential advantages were explained to the subjects before they were given the consent form filled by their parents or guardian. Approval was obtained from the State Education Department as well as school authority prior to data collection. 3.2 Subject selection Two hundred and eleven subjects were randomly sampled in eight primary schools in Beruas area. Subjects include male and female age 10-11 years old. Multistage sampling technique was used to to select all 211 subjects. The Multistage sampling technique was ensure equal reresentation of the subject. 3.3 Data collection The data collection was carried out in primary schools. Data on anthropometry and body composition was collected before the subjects undergo the fitness tests. Standard fitness measurements were used to assess the fitness tests which were Queens College step test, hand grip test, partial curl-up, and sit-and-reach test. Obtained ethical clearance and approval from Research Management Institute (RMI) and Ministry of education Malaysia Exclusion criteria Has medical condition No approval from parent or guardian Inclusion criteria Male and female Age of 10 and 11 years old Screening and recruitment of the subjects SK Gelung Gajah SK Jenis Kebangsaan Cina Pei Ching SK Kampung Kota SK Gangga Subjects were recruited randomly N=246 Informed written consent was obtained from each subject and parent /guardian Data collection: Anthropometry, body composition, physical activity and fitness tests Statistic was analysis Figure 3.1. Research Approach 3.4 Sampling Calculation A total two hundred and four six subject were enrolled in this study. Sample size is determined using table prevalence population. (Krejce and Margan, 1970). The internal confident is 90 percent (confident level) and population percentages not more than .05. Table 3.1 Determining sample size from given population N S* 480 214 500 217 550 226 Note: N = is population size; S = sample size; *sample size for 90% confident that the difference in the population and p There are 8 primary school located at Beruas perak. The population of all school children in Beruas is about 550 students and based on the determining sample size table, the sample size been required is about 217 subject. In order to avoid drop out the required sample size is being multiple by 10% . The calculation as followed: N = sample size = 226 x 10% (drop out) = 22 subject = 22 + 227 = 248 subject. 3.5 Data Collection 3.5 1 Antropometry measurement Anthropometry which includes body weight and height measurements were used in determining the subjects Body Mass Index (BMI) by dividing the weight (kg) by height (m ²). The height was measured using a body meter, SECA, 208 (Germany) to the nearest 0.5 cm and the weight was measured using a digital weighing scale, Tanita (Japan). Procedures are as below: For measuring height: The equipment was mounted on the wall and the subject was bare footed. Both feet were closed together with the heels in contact with the wall, same as the shoulder, back and the buttocks. With the head facing forward the height of the subjects were then measured. For measuring weight: The body weight was being measured in kilograms to the nearest 0.5 kg using the digital weighing scale with the subjects shoes off and light clothing. Then, they were asked to step onto the equipment and stand straight with both hands placed on their side. The measurement appeared on the screen of equipment and was recorded. Waist circumference With participant standing and arm at the sides. Feet together and abdominal relax, a horizontal measurement is taken at narrowest part of the torso (above the umbilicus and below the xiphoid process) Hip circumference With the subject standing, leg slishtly apart (10 cm), a horizontal measurement is taken at the maximal circumference of the hip/proximal thigh, just below the gluteal fold. http://healthfreedoms.org/files/2012/07/Waist-to-Hip-Ratio-%E2%80%93-How-can-measure-Waist-and-Hip-Ratio.jpg Figure 3.2 Figure of waist and hip circumference measurement 3.6 Waist-to-Hip Ratio Waist-to-hip ratio compares circumferences of the waist to the circumference of the hip. WHR was expressed as a ratio, using the formula: WHR = Hip Circumference à · Waist Circumference Where: WHR = waist-to-hip ratio WC = waist circumference HC = hip circumference 3.6 Body Mass Index Measurement (BMI) The BMI (kg/m2) value of body mass index was calculated using WHO, (2007). It was used to analyze and differentiate subjects according to the underweight, normal, overweight and obese category. Table 3.2 Classification of Body Mass Index (kg/m ²) for male by age Age Underweight Normal weight Overweight Obese 10 17.1 18.5 18.6 21.5 > 21.5 11 17.1 19 19.1 22.5 > 22.5 Note. From World health organization, (2007). Retrieved September 20, 2012, from:  http://www.who.int/growthref/who2007_bmi_for_age/en/index.html Table 3.3 Classification of Body Mass Index (kg/m ²) for female Age Underweight Normal weight Overweight Obese 10 16.6 19 19.1 22.5 > 22.5 11 17.4 19.9 20 23.7 > 23.7 Note. From World health organization, (2007). Retrieved September 20, 2012, from:  http://www.who.int/growthref/who2007_bmi_for_age/en/index.html 3.7 Skinfold Measurement Skinfold measurement was made on the right side of the body with subject standing upright. The clipper was placed directly on the skin surface, 1 cm away from the thumb and finger, perpendicular to the skinfold, and halfway between the crest and the base of the fold. A pinch was maintained while reading the clipper. Wait 1 to 2 second (not longer) before reading caliper. Take duplicate measurement at each site, and retest if duplication measurement are not within 1 to 2 mm. Rotate through measurement sites to regain normal texture and thickness calculation based on ACSM (2010), 4 site formula (triceps, biceps, subscapular and suprailiac). Instrument: Skinfol clipper: SFCH80 Harpenden UK range 80mm Procedures are as below: Triceps: vertical fold: on the posterior midline of the upper arms, halfway between the acromion and olecranon processes, with the arms held freely to the side of the body. Biceps: vertical fold: on the anterior aspects of the arms over the belly of the biceps muscle, 1 cm above the level used to mark the triceps site. Subscapula: diagonal fold (at a 45-degree angle); 1 to 2 cm below the inferior angle axillary line immediately superior to the iliac crest. Suprailiac: diagonal fold; in line with the natural angle of the iliac crest taken in the anterior axillary line immediately superior to the iliac crest. Calculation: Equation developed by Durnin and Rahama (1967) to predict percentage total body fat (%TBF) as follows: Formula density: Equation for boy = 1.1533 0.0643 (x) Equation for girl = 1.1549 0.0678 (x) (x) = log of sum of skinfold at 4 sites (triceps, biceps, subscapular and suprailiac) Formula total body fat (TBF%) = (4.95 / Dencity 4.5) x 100 3.8 Body fat percentage The body fat percentage was taken using Bio-impedance Analyzer, Karada (810), (Omron, Japan). It measures the body fat percentage in relation to lean body mass. A normal balance of body fat to lean body mass is associated with good health and longevity. Procedures are explained as below; In straight standing position, subjects were to hold the equipment, grab the handle, and with the hand extend 90 ° from their body. Measurement was appeared on the screen of equipment and was recorded. Physical Fitness Test Queen college step test (cardiovascular) The Queen College Step test had been used to measure the cardio respiratory or aerobic fitness. According to Bolboli et al. (2008), it was quoted to predict maximum oxygen consumption and the reliability of the 3-minute step test was investigated with a specific rhythm. The procedures suggested are explained as below: Subject was ask to step up and down on the step box height 30.5 cm at 24 cycles (up-up-down-down) a minute (metronome setting of 96) for 3 minutes. Immediately after 3 minutes of stepping, the subjects were required to sit down. A 60 second heart rate will be taken starting 5 seconds after the completion of stepping. If the subject does not complete the test, they have to restart again. The subject score is total 60 second pulse rate following 3 minutes of stepping. Table 3.4 Queen Step test norms Score Age 5 4 3 2 1 Male 10 71 92 93 113 118 142 >143 11 76 99 100 124 125 148 >150 12 24 -34 12 23 1 11 >0 Female 10 74 95 96 123 125 148 >150 11 83 99 100 -129 130 153 >154 12 78 107 108 137 138 167 >168 Note. From Measurement by the physical educator: Why and how (5th ed), by David K. Miller, 2006, Boston: McGraw-Hill Humanities Social. Copyright 2006 by David K. Miller. Adapted with permission. 3.9.2 Hand Grip Test (upper body Strength) A muscular strength refer to the external force that can be generate by a specific muscle group and it can be express either statically or dynamically and isometric strength can be measured using hand grip dynamometer (ACSM, 2010). The hand grip test was measured using Digital Hand Grip Dynamometer (Takei A5401). Procedures are explained as below; A maximum voluntary grip is performed on a pair of short parallel bars held between the flexed fingers and the palm, with counter-pressure being applied by the thumb. The subject is verbally encouraged to produce a maximum effort by squeezing the bars as hard as possible and maintaining the maximal effort for 2-3 seconds. Reset the dynamometer to zero before use. Adjust the handgrip dynamometer to fit the size of the subjects hand. The distance between the base and the handle of the dynamometer should approximate the distance between the base of the thumb and the base of the first digit. The subject stands with the heels, buttocks and back resting against a wall. Set the pointer reading to zero. Have the subject grip the dynamometer closely to their side of the body. When ready the subject grips as hard as possible to the count of three. Record the score in the data entry screen and repeat for the other hand (Clerke, 2005). Table 3.5. Norms for hand grip test Male Female Age Wea